2016 has been an eventful year, with both advances in analytics technology and new tools being launched by the big social media players allowing us to be even more targeted in our approach to recruitment.
With more resources at their fingertips, candidates are becoming savvy customers when it comes to finding the job roles perfect for them – and it’s working. According to the Office for National Statistics, the employment rate between June and August this year was 74.5%, the joint highest since comparable records began in 1971.
The top game changers in 2016:
The use of mobile apps
The current generation of 20 something’s have always been exposed to technology and want to be able to interact with the recruitment process on a number of devices, with mobile being particularly important. Using mobile technology to apply for jobs allows the process to run quickly as communication is constantly open, not just when the laptop is turned on at home. Recruiters as well have been able to work more flexibly and conveniently than ever before, with the updated LinkedIn Recruiter app, launched in April 2016, that allows recruiters to be more specific in their filtering when searching for candidates. Now, you only have to type in a member’s name and LinkedIn will analyse their profile and search through the 414 million accounts to find out which candidates match best.
Launched in October 2016, the Route 1 app for lawyers and legal employees sends job opportunities directly to member’s mobiles and aims to target the right individuals with the correct qualifications for jobs. We’ve seen other offerings too, such as the Stepladder app that launched in early 2016, billed as the Tinder of recruitment, where applicants swipe left or right on jobs in their location in the hope that they receive a match with an employer.
Launch of Workplace by Facebook
Formerly Facebook for Work, Workplace is a mobile and web app with a low technical barrier to entry due to user’s being familiar with its counterpart that aims to keep team members connected and encourages working ‘from anywhere’. Workplace could be used in recruitment to enable cohesive working, information sharing between departments and working on the go.
Use of analytics
Data analytics has really helped to get recruitment to the top of its game this year. Smarter use of tools such as Google Analytics has enabled us to track successful job applications and attribute them to identify the most successful marketing channels. Tracking clicks as candidates move through the recruitment journey really helps you to understand behaviour and improve recruitment.
In April 2016, Facebook made the decision to let developers use and essentially hire the messenger app creating messenger bots. JobPal, one of these messenger bots, is a job searching app that asks candidates through Facebook what job they want and where. This is obviously a step forward in itself, and making it even more powerful is an analytics tool for messenger bots that Facebook are currently rolling out. Using the new branch of Facebook Analytics for Apps, developers will be able to see how people are interacting with their messages, posts etc. and break them down into segments.
Shift towards transparency
In previous decades, we relied on industry magazines to provide employee reviews of companies, through the participation in surveys – often pushed by employers – carried out by these bodies. The rise of independent review sites such as Glassdoor empowers employees to give an honest opinion and give prospective candidates a true picture of what it is like to work for a company. Glassdoor say, in their 50 HR and Recruiting statistics, employees rank among the most trusted influencers when communicating about their company’s engagement and integrity.
LinkedIn Salary – empowering the candidate
The recent launch of LinkedIn salary moves LinkedIn towards being a one stop shop for recruitment, candidates are now able to compare salaries for a role, filtering for level of experience, qualifications and geographical area. This information can help shape a career path, either for someone who is looking to renegotiate their current package or a candidate looking to secure the best salary for a new role.
Use of video
Video is increasingly being used by employers to show off their working environments to potential candidates. It’s a great way of taking them on a virtual tour, and similar to how Hilton used 360 ° video to take potential holiday makers on a tour of Barbados resorts, when you get a candidate visualising the workspace and atmosphere, it creates real engagement with that position. Video is a growing force in the industry, with a survey by Wyzowl in 2016 showing that 61% of businesses said they currently use video as a marketing tool. Of these, 66% were not using video 12 months ago.
Video is also useful for interviewing. Spark Hire have produced a simple video interviewing platform for companies of all sizes that provides a one way video allowing candidates to answer questions in either their own time or through live video. Using a collaboration tool, feedback can be collated on the candidate by commenting, sharing or tagging the video. According to Forbes, 59% of executives would rather watch video than read text.
Focus on candidate experience
A candidate can be the perfect advocacy tool, but obviously only if they have had a positive experience. With the rise in using Glassdoor to leave company reviews, companies have started to realise the importance of providing candidates with a positive recruitment experience. It could increasingly make a difference, as according to quantcast.com, 23.3 million unique users worldwide visited Glassdoor.com between September and October this year compared to 21.2 million this time last year.
Rise in use of social media
In a world where social media features heavily in our daily lives it would be silly to ignore its potential benefits in recruitment. The Society for Human Resource Management reports that 84% of organisations use social media for recruiting, and 82% of them use it primarily in the hunt for passive candidates.
In other industries, brands such as Chanel have harnessed the power of the ever growing blogging community by reaching out to top beauty influencers from the blogging sphere when they launched their new perfume, Chanel No. 5 L’Eau in September 2016. The bloggers were encouraged to use 2 branded hashtags to drive anticipation about their new fragrance. From a recruitment perspective, the growth in social media use has turned us all into potential influencers, and candidates will need positive recruitment experiences to make the most of this.
2016 has been a busy year with no doubt more exciting developments in the recruitment field to come in 2017.